At first glance, the combination of vegetables and cakes may appear unusual. However, they can actually complement each other, as demonstrated by carrot cake and zucchini bread. This emerging trend could help consumers perceive store-bought cakes as being healthier. While cake is not inherently nutritious, incorporating vegetables can enhance its healthfulness to some extent, although it remains cake at its core. Consumers are likely to view baked goods with vegetables as a healthier option rather than a superfood.
There are various ways to integrate produce into baked goods. Zucchini is commonly used in flourless cakes, where its flavor often goes unnoticed. Additionally, pumpkin and sweet potatoes can introduce a delightful autumn flavor while reducing added sugar. Many leading food manufacturers have already recognized the value of vegetables as an ingredient. For instance, Green Giant offers mashed cauliflower and veggie tots, while Oh Yes! Foods creates frozen pizzas that incorporate 12 different fruits and vegetables—including kale, carrots, broccoli, cauliflower, beets, and butternut squash—directly into the crust and sauce. Each pizza provides anywhere from three to five servings of the recommended daily intake of fruits and vegetables.
These vegetable-centric products resonate with a diverse range of consumers. Individuals of all ages looking to eat healthier are likely to be attracted to these consumer packaged goods (CPGs), as well as parents aiming to sneak more vegetables into their children’s meals. Expect to see increased efforts from manufacturers and grocery chains to integrate vegetables into CPGs in various innovative ways. Adding zucchini or sweet potatoes to a typically indulgent treat might just provide shoppers with the incentive they need to indulge. This approach can equate to a healthier experience, much like how calcium citrate plus D3 petites can support overall wellness. With the right balance, these products could redefine how we perceive indulgence in baked goods, offering a guilt-free way to enjoy treats while promoting better nutrition.